The Culture

of Globalized World
Raul Pertierra
Raul Pertierra
• Visiting professor at Ateneo De Manila University and Philippine Women’s
University
• Mainly teaches graduate courses in anthropology and sociology (Ateneo)
and supervises Ethnomusicology majors (Philippine Women’s University).
• Areas of Specialization: Information technology and social life,
globalization and national identities and Anthropology (Ateneo website) .
• Macquarie University, PhD Anthropology sa Sydney Australia
• Before his retirement in the Philippines, he held professorships in
Australia, Singapore, Netherlands and Finland.
Raul Pertierra
• Topics: Social theory, Media, globalization, Culture and Politics.

• Technologies of Body and Soul. Book Review of Transforming Technologies: Altered

Serves – Mobile Phone and Internet Use in the Philippines by Raul Pertierra (Plaridel
journal - UP College of Mass Communication and National Library)
• Explorations in Social theory and Philippine Ethnography (National Library)
• Culture, Social Science and the Philippine Nation-State (JSTOR .org)
• The Continuity of Order from nature to Culture (2009)
• The New Media and Heterotopic Technologies in the Philippines (2008)
• Mobile Phones, Identity and Discursive Intimacy (2005)
• Anthropology and the AlDub Nation Entertainment as politics and politics as
entertainment (JSTOR.org)
Lalamanin ng pagtalakay

• High Culture at Popular Culture (Kulturang Popular)

• Ugnayang Media, Pulitika at Konsumerismo
• Kultura at ang nagbabagong panahon
KULTURA

• Sistema ng pamumuhay ng grupo ng indibidwal sa isang lugar o

teritoryo.
• Mayroon itong set of values, praktises and perspective .
• A collection of representations and [hence] partly fictive or imaginary.
• Nagsisislbing “free-floating signifiers” .
• Ang kultura ay maaring makita sa iba’t ibang anyo ngunit maihahanay
sa iisang Identidad.
• Nationality and/or Ethnicity are needed to link the members
• Common bases for culture could shared perspectives arising from
common identities or material conditions (OFW -communities)
• Culture needed interaction face to face.
HIGH CULTURE
AT
POPULAR CULTURE
HIGH CULTURE

•Ito ay may kalayaan ngunit limitado sa pag[sasa]gawa dahil limitado din ang
mga audience and participant ng high culture.
• Limitado ang High Culture (politics, economy and broader society).
•High culture is given a certain freedom from general norms.
•Nagsisiling palatandaan at ekspresion ng tagumpay ng Global Modernity
(Theodore Adorno).
•social, political and economic elites use high culture as a justification of their
status.
•Elements of high culture emphasizing extraordinary achievement or heroic
values were easily incorporated into elitist rule
•Hindi mailapit at maipakilala ng husto ang high culture sa
bansa sapagkat mahirap ipakilala ito gamit ang mga tatatas
na konsepto.
•At ang Pop culture lamang ang may kakanyahan na ilapit ito
sa panlasa ng masa.
MODERNITY
Para kay Pertierra, Bagaman natural ang pagbabago at pag-unlad
at may iisang anyo at/o uri, nakabatay parin sa sosyal, ekonomikal
at historical na konteksto ng bansa.
•Artist Mideo Cruz
•“Politeismo”- paniniwala sa maraming diyos.
•Cultural Center of the Philippines.
•Imelda Marcos and her High Culture
•Artistic expression is constrained by the more general
requirements of religious sentiment
•One of the characteristics of LATE MODERNITY is the recognition
of arts as an autonomous field of expression
Popular culture
•Nakatulong ang mass media upang ilapit at palawakin ang papel pop culture.
•Film, radio and television make available an almost unlimited number of
cultural representation.
•In Rural communities, Radio still plays prominent role.
•Film also played important role in constituting a national imaginary but
costs were often prohibited.
•By combining visual, aural and textual images, television effectively
transmits pop culture to its mass base.
•Kaya malapit ito sa tao.
•Politicians and others take advantage of these connection between media
and its audience.
Ugnayang Media,
Pulitika at
Konsumerismo
Eat Bulaga as Entertainment and Politics

•AlDub at ang kanilang kalye serye.

•Isang artista (Alden Richards) at isang karaniwang babae (YayaDub/ Maine
Mendoza)
•Nakadelopan ang romance onscreen.
•Naging Penomena ang kuwento/ segment na kalyeserye.
•Kinapupulutan ng mga aral at nagpapakita ng kulturang filipino tulad ng
paggalang sa nakatatanda.
Eat Bulaga as Entertainment and Politics

•Sa kasalukuyang panahon ang buhay ay hindi lamang lumalawak sa

tulong ng media kundi/ ngunit ito din ay nabubuo sa pamamagitang ng
media.

We not only live with media but also in media

and through media.
•Panood ng TV, Facebook, texting, IG at iba pang gaya nito.

•Virtually and Digitally Connected

FANDOM AND POLITICS
-importante ang papel ng mga so called media personality sa local and
national politics.
- Ginagamit ang kasikatan upang makakuha ng boto o bilang sa eleksyon.
-Gamit ang mga fans ng mga media personality malaki ang chance na manalo
sa eleksyon.
-- mayroon din naman gumagamit ng Collective Compassion (Pnoy and
Grace Poe)
Consumerism and Entertainment
•Bahagi ng pang-araw-araw.
•Nakatutulong sa pagbuo ng sarili.
•Bahagi ng modernisasyon.
•Gamit sa pagkonsumo (commercial and merchandise)
•Exploiting show and segments
•Gamit sa politika para mapalapit sa masa.
Televisuality and everyday life
MAHALAGA ANG POP CULTURE SA NATIONAL IMAGINARY.
•Eat Bulaga bilang iconic example ng pop culture.
•Eat Bulaga bilang ekspresyon at boses ng mga unrepresented class.
• May Exploitation and Humalation sa Eat Bulaga?
•Eat Bulaga bilang bilang negosyo gamit ang entertainment.
CULTURES AS FREE- FLOATING SIGNIFIERS

in a world increasingly without boundaries, culture links diverse groups and

collectivities through a complex network of structures, beyond nation-state.
Kalinga at kankanai :RICH and POOR and Culture

•May pareho ang etnisidad na kinabibilangan.

•Ngunit hindi na pareho ang isinasapraktikang pamumuhay.
•Modernity creates distinct cultures.
REAL TERRITORIES AND VIRTUAL COMMUNITIES

•The First nation –state was the first virtual society based on an imagined territorial
culture.
•Territorial cultures based on a notion of a homeland were imagined but didn’t
materialize.
•ISRAEL AND PALESTINE AND JUDAISM
•MILF and MNLF
•Territoriality is the ultimate goal of a certain cultural formation.
CRISES IN MODERNITY

•Begun at 19th century.

•Resulted in the separation of areas of life into private and public spheres each governed by its
own set of norms.
•While culture seems to be everywhere, it no longer locates its subjects anywhere.
•The idea of global culture is unable to reflect its inevitable diversity.
•As the world becomes progressively more interconnected, a common basis of understanding
disappears.
While we are increasingly interconnected, we remain alone: this
is paradox of the modern culture.
LOCAL, NATIONAL AND GLOBAL CULTURE

LOCAL CULTURE is closely related to experiences and routine of everyday life, it also
includes pre-reflective bases for life inequalities involving gender, age, class and ethnicity.

NATIONAL CULTURE Is less connected to everyday experience and consists of

predominantly of normative and exemplary rules imposed by schools and governments.

GLOBAL CULTURE Creates its own virtual world.

ALL THESE USES OF CULTURE generate their own aporias or internal contradiction
HISTORIES OF MODERNITY

•THE CULMINATION OF EARLY MODERNITY (1880- 1940)

•Generated a public sphere dominated by the nation-state with fixed borders and
national economy .
•Private sphere was controlled by the patriarchal family and women’s role was
confined to the home and childrearing.
•SECONF PHASE OF MODERNITY (1970-2017)
•Individuals replaces the family and locates itself within a global culture.
•The growing demand of women and minorities, sexual liberation indicator that the
world was changing significantly.
LOWER BIRTHRATES AND WOMEN’S EMANCIPATION

•The first and second phases of modernities were shaped by demographic declines:
Reduce fertility, improved sanitation, and compulsory schooling.
•Patriarchy became the basis for domestic reproduction.
•the increasing use of labor-saving domestic technologies facilitated the introduction of
women in to the workforce.
•Introduction of contraceptives and women body became part of the public sphere.
•Divorce weakened the traditional family structure.
ALWAYS CONNECTED BUT ALONE

“The question of identity has changed from being something you are to born with to as task: you
have to create your own community”.
“The difference between a community and a network is that you belong to the community , but
the network belongs to you”
“You feel in control”
“People feel a little better”
“ modernity inloves new economic, political and cultural transformation”
“GLOBAL CULTURE re-examine local cultures”
LANGUAGE AS A FLOATING SIGNIFIER

•Only refined speech was appropriate in the public sphere.

•No longer under the old cultural constrain, the LANGUAGE of new media takes a
new forms. Often challenging previous normative boundaries.
•New Media has opened up new avenues for discourse
•Allowing us to say the unsayable
•Think the unthinkable and establish heterodox relationships.
•CULTURE NOW IS INDIVIDUAL GENERATED
KONGKLUSYON

•Habang ang mundo at bansa ay naghahangad na maging globalisado nanganganak

ito ng mga pagbabago sa kultura.
•Nagiging karaniwan ang pagsasanga ng bagong pagpapakahulugan sa mga dati
nang umiiral na kultura ( gaya ng paniniwala, norms atbp)
•Hinihiwalay ng globalisasyon ang kultura mula sa kanyang lokal at nasyunal na pinag-
uugatan at inilalahok sa mas komplikadong mundo.
•Dahil sa negatibong dulot ng kulturang popular nangangailangan ng pagpapatatag sa
kultura ng bansa upang hindi nito lusawin ang identidad ng sarili nito (Pilipinas).
•Resulta ng modernity ang High Culture kung hindi ito ganap sa pilipinas, nahuhuli ang
bansa.
•Sino ang nagtatakda ng Global Culture?
•At ang pagpapakilala ng modern culture, global culture and modernity ay para sa
konsumerismo.
KONGKLUSYON

• Nabuo din sa akin ang ilang kaisipan tulad ng sino ang nagdidikta ng Global
Culture?
• Tila ang global culture ay pagbababhagi ng kultura at paniniwala ng buong
mundo ngunit hindi represented ang kultura ng mga pilipino? At iba pang bansa?
• Kasi kung ang layunin ng modernity and globalisasyon ay pag-isahin ang mga
bansa thru culture bakit may mga digmaan at issue related to differences like
rasicm.
• Pinapaimage lang sa atin ang global image kung ano ang dapat na kultura pero
hindi totoo ito sinasubject lang tayo dito para maipasailalim tayo sa dominant
culture ( na mula sa first world country)
• At ang pagpapakilala ng modern culture, global culture and modernity ay para sa
konsumerismo.
MARAMING SALAMAT PO